Sponsorship effectiveness in motor sports

Sponsorship income is vital to most sports and motor sport in particular. Sponsors invest sponsorship finance in the expectation of a return which is frequently expressed as brand awareness achieved through the media.

To investigate sponsorship further BU’s Paul Boyce has established a research alliance with Team CVR, which is competing in the 2009 HiQ MSA British Touring Car Championship with title sponsor Cartridge World.

Sponsorship effectiveness - (c) Bruce Grant-Braham - 25.04.091

Team CVR races two 2000cc Seat Leons driven by Adam Jones and Dan Eaves. These cars run on E85 – Bio-Ethanol pump fuel which is definitely one of the “Fuels Of The Future” – by 2010 the UK Government expects 5% of all road cars to be using Bio-Fuel.

The team’s race-cars produce significantly less carbon emissions than their road going counterparts and, in common with BU’s green philosophy the Motor Sport Research Group is privileged to be able to examine the evolution of such technology at first hand.

Sponsorship effectiveness -BU logo -(c)Bruce Grant-Braham-26.04.091

Bournemouth University acknowledges the importance of spreading the environmental message and is proud to be helping the team to analyse its media impact on television, in print and in the new media.

As a by-product of the research BU branding has now been regularly seen nationally on ITV4 from Brands Hatch to Silverstone in the country’s premier racing series.

The University is particularly grateful to have received specific permission to undertake this unique research from the British Touring Car Championship organisers, TOCA.

For more information contact Paul Boyce or Dr Bruce Grant-Braham